Attract, Engage, Connect, and Convert your way to more liquidity, improved valuation, and lower cost of capital. A major goal of investor relations is shifting from finding more investors for your company to making sure more investors find you. Learn how Investor Conversion Optimization and Inbound IR will more effectively reach your IR goals.

4. WHAT IS INVESTOR CONVERSION
OPTIMIZATION?
Investor Conversion Optimization is the process of
improving the investor experience by optimizing
your content so it meets the wants and needs of
the investor at every stage of their research and
evaluation process.
Investor Conversion Optimization increases
connection, understanding, and the odds that more
investors have the “aha moment” they need to
want to become your shareholder.

5. Investor Conversion Optimization is simply about
making it as easy as possible for investors to find
you, understand you, and fall in love with you.
Old Way
Sterile Press Releases
No Story
No Personality
Corporate Speak
Technical Jargon
Poor Navigation
Lack of Information
Vague Plans
Long Boring Videos
Engaging Press Releases
Compelling Story
Emotion & Connectivity
Human Speak
Everyday Language
Easy To Find
The Right Information
Specific Goals & Timelines
Short Personal Videos
Investor Optimized Way

6. Instead of focusing 100% on
reaching out to investors, inbound
IR focuses on creating content that
pulls investors toward your investor
optimized website where they can
learn more about who you are,
what you do, and what makes you
great right when it matters most….
When they are online looking for
investment opportunities just like
you.
WHAT IS INBOUND IR?

7. INBOUND IR IS AN APPROACH TO
MARKETING THAT REACHES TODAY’S
INVESTOR.
Use content to foster
connection and add
context to improve
understanding and
pull investors through
the research and
decision making
process.
Get found by
investors online with
content (website
pages, blog articles,
social messages)
optimized for search
and social media.

8. Inbound IR is a philosophy based on
the truth that investors buy stocks
differently today than they did years
ago.
Investors are no longer waiting for
brokers to call or tip sheets to arrive,
they have been empowered by the
easy access to markets and
information the digital age provides.
INBOUND IR AS A PHILOSOPHY.

9. PRE-INTERNET.
• Investor: Relativity
Uninformed
• Investor Journey: Linear.
• Marketing Playbook: Use
Stockbrokers, Analysts and
Journalist to tell your story
to investors.
THINK ABOUT IT.
TODAY.
• Investor: Well-informed.
• Investor Journey: Fluid
starts with Google.
• Marketing Playbook: Tell
your own story. Attract
investors with compelling
content.

10. FACT: Investors have more access
to information than ever before.
FACT: Investors are bombarded
daily by companies competing for
their loyalty and capital.
FACT: Investors have become
hyper selective and only those
companies that are easy to find,
easy to understand and tell more
compelling stories get noticed.
WHY WHAT WORKED FOR YEARS JUST ISN”T
AS EFFECTIVE TODAY:

11. There are several major
themes of
Inbound IR™.
Let’s talk about them.

12. You create targeted content that
attracts, engages, connects and
converts investors then share that
content far and wide.
CONTENT CREATION.

13. You recognize that investors go
through multiple stages as they
interact with your company during
the research and evaluation process
and that each stage requires
different content.
LIFECYCLE MARKETING.

14. The major benefit of attracting
interested investors to your investor
conversion optimized website is
converting them into prospects by
collecting their contact information.
As you learn more about them
prospects over time, you can better
personalize your messages to
nurture them along.
PERSONALIZATION & CONTEXT.

15. Inbound Investor Relations is multi-
channel by nature because it
approaches investors where they
are, in the channel where they want
to interact with you.
A MULTI-CHANNEL PRESENCE.

16. • Attracting investors, building
trust, improving user experience
during their research and
decision making process and
converting strangers to
shareholders.
• Being loved, not ignored by
investors.
• Reducing shareholder
acquisition costs.
IN SUMMARY, INBOUND IR IS ABOUT ...

17. The inbound philosophy is backed by a
methodology that helps attract, engage,
connect, and convert interested investor
visitors to your site into prospects and
shareholders through a variety of
channels such as social media, blogging,
SEO, and email.
THE METHODOLOGY.

18. The methodology facilitates the
journey through the research
and decision making process –
from strangers to fans of your
company.

19. Now that we’ve covered the
methodology, lets take a closer
look at the tools you need to
attract interested investor traffic
to your site, then how to
convert them into prospects,
and shareholders.

20. Companies blog because it’s
one of the most effective ways
to attract potential investors to
your site.

21. The average company that blogs
generates:
• 55% more website visitors.
• 97% more inbound links.
• 434% more indexed pages.
SERIOUSLY. BLOGGING WORKS.
Source: HubSpot

22. You must share remarkable
content and valuable information
on the social web, engage with
your prospects, and put a human
face on your brand.
YOU NEED TO BE ACTIVE ON SOCIAL MEDIA
SITES, TOO.

23. You need to carefully, analytically
pick keywords, optimize your
pages, create content, and build
links around the terms your ideal
buyers are searching for.
YOU SHOULD CREATE CONTENT AROUND
TARGETED KEYWORDS AS WELL.

24. Search engines and users like
frequently updated websites, so
you need to transform your site
into a beacon of helpful, fresh,
and optimized pages to appeal to
your ideal buyers without having
to rely on IT.
KEEP YOUR WEBSITE FRESH WITH EASY-TO-
DEPLOY SITE PAGES.

25. Calls-to-action (CTAs) are buttons
or links that encourage interested
investors to take action, like “Don’t
Miss a Thing” “Schedule a Call” or
“Attend a Webinar.”
If you don’t have CTAs or if
investors don’t see them you won’t
generate leads.
ENTICE YOUR VISITORS TO BECOME
PROSPECTS WITH CALLS-TO-ACTION.

26. When interested investors click on
a CTA, they should then be sent to
a landing page where the offer in
the call-to-action is fulfilled, and
where the prospect submits
information that your sales team
can use to begin a conversation
with them.
DRIVE INVESTORS TO YOUR INVESTOR
OPTIMIZED SITE WHERE THEY CAN BECOME
LEADS.

27. In order for interested investors to
become prospects, they must fill
out a form and submit their contact
information. Optimize your form to
make this step of the conversion
process as easy as possible.
USE FORMS TO GET THE INFORMATION YOU
NEED ABOUT YOUR POTENTAL
SHAREHOLDERS.

28. Keep track of the leads you're
converting in a centralized
marketing database so you can
make sense out of every
interaction you’ve had with
potential shareholders – be it
through email, or social media.
HOUSE ALL OF YOUR CONTACTS IN ONE
PLACE.

29. You’ve got investors in your
system, but how do you know
which ones are ready to speak to
you? Using a numerical
representation of the investor
readiness of the prospect takes
the guesswork out of the process.
USE LEAD SCORING TO DETERMINE WHICH
PROSPECTS ARE READY FOR A PERSONAL
CALL.

30. What if an investor reads your
press release, visits your site for
more information, but still isn’t
ready to become a shareholder?
Nurture them with a series of
emails focused on useful, relevant
content that builds confidence and
trust until they’re ready.
SEND TARGETED EMAILS TO PROSPECTS TO
PULL THEM THROUGH THE CONVERSION
FUNNEL.

31. Investor Conversion Optimization™
&
Inbound IR™ Work
Call us to get them working for you.
1-844-673-7280
TickerMediaGroup.com